Redesign HME’s website to improve the UI/UX for users on desktop, improve performance on mobile, and improve SEM (SEO and PPC).

Year-over-year (YoY) site traffic increased 9% (396,342 vs 432,013) with an 8% increase in unique users (336,347 vs 363,355).

YoY organic channel traffic acquisition increased 2% (24% vs 26%) while lowering paid channel traffic acquisition 2% (17% vs 15%).

YoY PPC lead generation increased 7% (4,916 vs 5,260) with an 8% increase in organic lead generation (989 vs 1,068).

Prior to updating this website in 2017, the design remained untouched since 2010. The user experience was suffering greatly with the lack of a mobile-friendly version, a confusing navigation UI, text being difficult to read, and the overall layout lacking hierarchy.

We solved these problems by using a lot of oversized photography and illustrations to break up the paragraphs of text, while also inserting more keywords to improve SEM efforts. The redesigned site also inserted several contact form and live-chat opportunities for the user, increasing lead generation metrics for the Sales team.